Algorithms – the New Leaders of the Advertising Market
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F46747885%3A24310%2F21%3A00009005" target="_blank" >RIV/46747885:24310/21:00009005 - isvavai.cz</a>
Result on the web
<a href="http://dx.doi.org/10.1007/978-3-030-93131-5_5" target="_blank" >http://dx.doi.org/10.1007/978-3-030-93131-5_5</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1007/978-3-030-93131-5_5" target="_blank" >10.1007/978-3-030-93131-5_5</a>
Alternative languages
Result language
angličtina
Original language name
Algorithms – the New Leaders of the Advertising Market
Original language description
Digital advertising evolves in an increasingly dynamic context and therefore finds itself in perpetual change. Advertising success increasingly relies on targeting and personalization capabilities that require strong skills in collecting and processing user information and data. However, these practices carry risks for Internet users since personal and potentially sensitive data on their lives can be exchanged without actual knowledge or consent on their part. While the targeting and the precision with which the advertising algorithms deliver content, users‘ interest in the marketing content decreases. Thus the main question is, what are the causes of this lesser effectiveness of online advertising. In this chapter, we analyze the effects of programmatic advertising on the perceptions of advertised content and user attitudes toward the protection of personal data.
Czech name
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Czech description
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Classification
Type
C - Chapter in a specialist book
CEP classification
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OECD FORD branch
50204 - Business and management
Result continuities
Project
<a href="/en/project/TJ02000206" target="_blank" >TJ02000206: Developing the skills necessary for the digital business transformation</a><br>
Continuities
P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)
Others
Publication year
2021
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Book/collection name
Achieving Business Competitiveness in a Digital Environment: Opportunities in E-commerce and Online Marketing
ISBN
9783030931308
Number of pages of the result
28
Pages from-to
121-149
Number of pages of the book
239
Publisher name
Springer Nature
Place of publication
Cham
UT code for WoS chapter
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